Lucinity / Make Money Good

Shining a light on global banking’s darkest secret.

Every year, over $117 trillion is laundered through the world’s banks, funding terrorism, people trafficking and the drugs trade. Anti-Money Laundering (AML) software providers play a crucial role in equipping banks to cut this down, but at present, it remains a dark process - hidden by banks and kept from the public eye.

As long as AML remains a niche interest, banks will continue to see it as a box-ticking exercise rather than an issue to take leadership on. So we decided to take matters into our own hands by helping a new Icelandic software startup - Lucinity - become a champion for change in the fight against money laundering.

Working with the company founder and leadership team, we ran a consultancy process that resulted in a ground-up brand strategy that completely differentiated Lucinity from its competition. Using a core purpose and values, we then developed a positioning - Make Money Good - designed to simplify and make accessible a subject matter that is typically cloaked in esoteric and technical jargon.

Make Money Good not only guides Lucinity’s thought-leadership and communications, but it acts as a strong recruitment tool and a shared mission for commercial partners who want to be at the forefront of tackling money laundering.

It has also allowed them to prospect out into broader culture and society - campaigning for change. In 2021, we helped Lucinity partner with the Icelandic Minister of Justice to lobby women in the banking sector, in government and finance media, to end the money laundering that disproportionately impacts women by funding crimes such as human trafficking.

“Women around the world can be the catalyst to ensure banks can be more open and transparent with customers – and to collaborate with other banks to push things forward." - Áslaug Arna Sigurbjörnsdóttir, Icelandic Minister of Justice.

Following the platform launch, Lucinity was voted Scandanavian startup of the year and has recently secured $17 million in series B funding.